Readiness Assessment Report To Better Target MICE and Other High Value Markets: Museums in Jordan

The assessment aimed to identify museums that are prepared to receive visitors and provide a high-quality experience. A total of 30 museums were selected for the assessment, distributed across 10 governorates and 1 exhibit. The selection was made jointly by the USAID tourism project and MoTA, based on a list of 35 working museums identified in the country. The six museums not visited included The Children Museum, Royal Automobile Museum, and four other museums that were considered ready products. The assessment focused on evaluating the readiness of museums to receive visitors from MICE and other high-value markets. The evaluation criteria included the museum's physical condition, exhibits, and services offered. The assessment also considered the museum's potential to attract visitors and provide a high-quality experience. The assessment revealed that many of the museums visited were in need of rehabilitation and development to meet the standards of MICE and other high-value markets. The report provides specific recommendations for each museum, including the need for infrastructure development, exhibit upgrades, and staff training. The report highlights the importance of museums in promoting Jordan's cultural heritage and attracting tourists. It emphasizes the need for MoTA to provide support and resources to museums to enable them to meet the standards of MICE and other high-value markets. The report also recommends that MoTA develop a comprehensive plan to promote museums and attract visitors from around the world. The assessment identified several museums that are ready for promotion, including the Petra Museum, the Martyr's Memorial Museum, and the Folklore Museum. However, many of the museums visited were in need of significant rehabilitation and development to meet the standards of MICE and other high-value markets. The report provides a detailed assessment of each museum, including its physical condition, exhibits, and services offered. The assessment also considers the museum's potential to attract visitors and provide a high-quality experience. The report provides specific recommendations for each museum, including the need for infrastructure development, exhibit upgrades, and staff training.